Principles:

Cleverness vs Clarity:
You sacrifice one to get the other. Please don’t be clever. Strive for the utmost level of clarity. The average person should be able to figure out what you provide and be interested just based on the name alone.

Recommended format:
Adjective + Noun

Don’t reinvent the wheel, make it simple and clear, and it will be a win. Most companies rebrand at least once, so just choose something solid and roll with it.

Examples:
“Helpful Systems”
“Hardy Hammocks”

Checklist:

Syllable check:
It needs to be under 5 syllables to remain easy to say and isn’t a drag to repeat.

Domain availability:
If you can’t control the domain, you can’t control the brand and marketing. Don’t skimp on this one with an alternate domain other than a “.com” domain.

Good connotations check:
Google the name, search social media, news, and crowd sourced dictionaries for the name and make sure it doesn’t have any bad connotations. Think about the companies naming their products “Isis” before that was well known, that’s a bummer.

Acronym connotation check:
Make sure the connotations of your acronym aren’t bad. For example, the acronym for Helpful Systems is “HS”, which at worst means “High school”, which is acceptable. Can’t be perfect on any of these, but just don’t name your business something like “Perfect Process” which has an unfortunate acronym.

Duplicate connecting character check:
Now that we’ve checked the easier stuff, hopefully it’s survived the checklist this long! Now we’re getting to the more thorough tests. This one is does it have a confusing character combo when smooshed together. For example, Joshua Anderson is an unfortunate name because www.joshuaanderson.com has two “a” characters next to each other:
joshuAAnderson

So it looks like it’s misspelled when it’s a domain. And trust me, the amount of people that will misspell this is immense. Unless you want to risk people getting your email and website wrong constantly, skip these kinds of names. Don’t even think about this unless it’s absolutely required.

So be sure to check that the last character of each word doesn’t match the character of the first letter of the next word.